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FY21 GTM Playbook

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Partner alignment Partner selection Partner execution Aligning partner capabilities to plays Focus with partners on Co-Sell solutions Orchestrated execution Customer value delivered via pre-defined Quality objective criteria validation Sell-With motion Solution Area Sales Plays Alignment across Microsoft sales team Sales execution: shared and Industry Priority Scenarios engagements/opptys with Co-Sell partners & Investments Incentives Solution Area GTM motion • Modern Work Services Applications • Business Applications Opportunity generation via Play execution: shared • Azure IPS Vertical engagements/opptys through Industry Co-Sell partners Industry Build-With motion • Financial Services Modernization with partners • Manufacturing Recruit • Retail #1 Prioritize recruitment Solution Area priorities & Sales Plays priorities Solution Area • Media & Communications Recruit of practice/solution gaps with • Government partners • Healthcare Identification of gaps across technical capabilities, customer • Education segment or industry #2 Strategically recruit new partners FY21 Solution Area Taxonomy Modern Work & Security Business Applications Azure Sales Play Technical Capability Sales Play Technical Capability Sales Play Technical Capability Sales Play Technical Capability Meetings & Meeting Rooms Activate Digital Sales Windows & SQL Server Migration HPC High Performance Compute Teams Meetings, Live Events Selling Marketing Windows Server to Azure Azure VMWare Calling & Devices & SQL Server Azure VMWare Solutions Calling Enable Always-On Customer Service SQL Server Migration to Azure Solutions SQL MI Teams Store Apps Service Field Service Mixed Reality Mixed Reality Linux & OSS DB Migration to Teams Platform Power Platform for Teams Power Apps Gaming Gaming Build Agile Azure Custom Solutions Power Automate Linux & OSS DBs IoT IoT Business Processes OSS DB Migration to Azure OSS Advanced Firstline Workers Firstline Workers Power Virtual Agent DB Advanced Networking Networking Knowledge & Generate Value Power BI SAP on Azure SAP on Azure Knowledge & Insights Storage & File Insights with Proactive Customer Insights Storage & File Systems WVD Native Systems Teamwork Deployment Insights Forms Pro Teams Chat & Windows Virtual Citrix Cloud on Azure Mainframe Adoption & Change Mainframe Migration Collab Finance Desktop (WVD) VMWare Horizon Cloud Service Migration Management Manage Financial Fraud Protection for Azure Blockchain Blockchain Workplace Workplace Analytics Risk and Reduce Project Operations Azure Stack Hub Cloud to Cloud Analytics Fraud Cloud to Cloud Migration Migration On-Prem to Manage Hybrid Cloud Azure Stack HCI Migration Surface & Partner Financial Risk Surface & Partner Devices Solutions Azure Stack Edge Well Architected Devices Enable Azure Supply Chain Management Azure Arc Cloud Adoption Framework Threat Protection Security Commerce Appliance Migration to Azure Business Build a Resilient Business Continuity & Disaster Cloud Security HR Synapse Continuity & Supply Chain Recovery Information Protection & Migration On-Prem to Supply Azure AI and ML Disaster Recovery Governance Chain Management Analytics & AI Compliance New Analytics with Synapse & Advisory Services Business Sales Pro PowerBI Insider Risk Management for Business Central Cloud Scale Analytics Identity & Access Management SMBs Power Apps & Automate DevOps with DevOps with GitHub Secure Remote Device Deployment & GitHub Work Management Modernize .NET Mobile Device Management Apps with App Modernize .NET Apps with App Service, Azure Service, Azure SQL DB SQL DB Cloud Native Apps with AI, Modernize/New Cloud Native Kubernetes, Azure Apps with AKS and Azure Note: Cosmos DB / Cosmos/Postgres DB - in bold: Top Business Driver PostgreSQL FY21 Industry Taxonomy Enterprise Commercial Public Sector Media & Automotive Financial Services Healthcare Manufacturing 1 Retail 1 Energy 3 Government Education Communications Priority Priority Priority Priority Priority Priority Emerging Industry Priority Priority 2 2 Primary & Secondary Automotive Banking Health Payor Discrete Manufacturing Media & Entertainment Retailers Energy Government Edu/K-12 2 Increased Organization Manage Risk Across the Deliver Trusted Member Accelerate Content Enable Remote Transform Your Workforce Know Your Customers Operate for the Future Teaching and Learning Productivity Organization Experiences Production Government Access Modernize Payments And Enhance Care Management Engage Customers In New Empower Cross Agency Resilient Operations Modernize Collaboration Empower Your Employees Transition to Clean School Success Core Banking Capabilities Ways Collaboration Differentiated Customer Create More Resilient Deliver Intelligent Supply Deliver Trusted & Secure Combat Financial Crime Protect Health Information Optimize Content Delivery Reimagine Energy Intelligent Environments Experience Supply Chains Chain Services Accelerated Vehicle Deliver Differentiated Reduce Cost of Care Build More Agile Factories Know Your Audience Reimagine Retail Transform Your Workforce Innovation Customer Experiences Empower Your Employees Unlock Innovation and Monetize Content and Emerging Mobility Services Through Teamwork Deliver New Services Experiences Process Insurance Health Provider Telecommunications Consumer Goods Public Safety & Justice Higher Education Manufacturing 2 Deliver Differentiated Modernize the Telco Optimize Brand Enable Remote Enable Personalized Care Transform Your Workforce Student Success Policy Holder Experiences Workplace Performance Government Access Modernize Core Insurance Engage Customers in New Transform Customer Deliver Sustainable and Empower Cross Agency Empower Care Teams Teaching and Learning Systems Ways Experiences Operational Excellence Collaboration Improve Operational Create More Resilient Deploy and Optimize Next- Deliver Trusted & Secure Secure And Connected Improve Risk Modeling Connect Your Enterprise Outcomes Supply Chains Gen Networks Services Campus Empower Employees And Build More Agile Streamline Business Protect Health Information Accelerate Innovation Academic Research Agents Through Teamwork Production Support Systems Unlock Innovation and Accelerate Innovation and Reimagine Healthcare Deliver New Services Growth Pharmaceuticals & Capital Markets 4 Defense & Intelligence Libraries & Museums Life Sciences 2 Deliver Differentiated Empower Health Enable Remote Visitor Solutions L1: Industry (9) Client Experiences Consumers Government Access Accelerate Scientific Empower Cross Agency L2: Vertical (20) Modernize Core Platforms Collections and Research Innovation Collaboration L3: IPS (85) Manage Risk Across the Enhance Workforce Deliver Trusted & Secure Infrastructure Organization Experience Services Notes: Enable a Green Financial 1) Industry renamed Protect Health Information Operations 2) Vertical renamed Services Industry 3) New Industry Reimagine Collaboration Build Operational Agility 4) New Vertical and Productivity Three Go-To-Market models with Microsoft Direct customer 4M monthly active users in AppSource and Direct Azure Marketplace in more than 140+ geos +400% YoY in partner influenced revenue Partner-to-partner Partner 17M partner sellers Seller-engaged Microsoft Sellers 8,000+ MS Sellers 43,000 Corporate and Enterprise customers Primary Goals LeadLead AcquisitionAcquisition && QualificationQualification LeadLead AccelerationAcceleration && CloseClose Assess & Learn 0 – 20% 20% - 40% 40% - 60% 60% - 80% 80% - Close Account-based Marketing Account Assessment Deal Acceleration Primary Motions Digital demand gen Customer Events Assessment Solution Deployment Plan • Social campaign (1:Few) (Technical) Pilot/POC • White Papers • Plan Summary • Seminars • App: GISV • Bringing to Life • Use Cases • Exec Sponsorship • Roundtables • Implementation: GSI • Executive • Testimonials • Action Plan • Industry Event • Workflow Demo Engagement • Interactive Content • Governance Model Attach • Workflow • Drive to POC • Analyst/Industry Insights • Partner Days Architecture • CTAs: Upcoming Events, Webinars, etc ABM Customer workshop Assessment (Propensity Based (1:1 // 1:Few) (BVA) Targeting) • Art of the Possible • TCO Analysis • Account Insights • MTC/IEC/EBC • ROI Run Rate • Install Base • Cloud Immersion • End-User & CX Brief • Likelihood to Buy Experience • Public Information • Solution Vision Market development funds (OPEX) ECIF + Partner program funds (etc.: AMP) Partner Incentives PARTNER TRANSFORMATION Owner: Evgeny Voronin Partner Transformation – Our commitment to helping partners grow and deliver customer success Partner Transformation Partner Center – one stop shop for all partner engagements with Microsoft This new converged partner facing platform increases security, is easier to use, and centrally makes available everything partners need to use in managing both simple & complex relationships with Microsoft: New Commerce Co-sell & referrals Programs Converging and simplifying Deliver industry-leading Partner access to all 3 Microsoft partners’ offers publishing and programs that provide tools sales channels, single 1st and co-sell experience (with Microsoft and investments for partners 3rd party offers catalogue, and with other partners) into a with different business unified pricelists, new partner single, central point of reference models to build excellent tools and simplified customer to improve our ability to track, solutions and make relevant and partner agreements manage, and close sales customer connections across opportunities. the three Microsoft clouds
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